Understanding SEO (Search Engine Optimisation)


Understanding SEO (Search Engine Optimisation) is a task that all business managers, marketers, web developers and bloggers should master. It is the process of improving the visibility of a web page in a search engine’s organic search results.

This blog provides the reader with two videos that explains the basics of search engine optimisation. More specifically after viewing the video you will:

  • Have a better understanding of Search Engines.
  • Know what tools you can use to test your websites effectiveness.
  • Understand the procedures you need to follow to maximise your position in search engine results.

It starts by explaining what a search engine is. You should note that there are in fact three types of Search Engines:

  • Crawlers, spiders or robots (bots) like Google and Ask Jeeves.
  • Directory or Human Powered like Mahalo.com and ChaCha.com
  • Meta which take the results of the popular search engines then generate a new set of results: Dogpile.com is a good example.

Users will also learn how to:

  • Check if your site is indexed.
  • Run a Search Engine Results Page (SERP) for your key terms.
  • Set and compare the benchmark KPIs for your site.
  • Manage KPIs and use various free tools.

A point to note: you will see that the content management system show in the video has a Keywords section, this is now not relevant because Google have stated that keywords are no longer an important part of the SEO algorithm. I would argue that you do need at l (set of) keyword(s) because that is how you will be found. My recommendation is to have it as the page title.

I hope you find the videos useful. If you have any points to add or comments then please let me know.

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Dr Alan Shaw is a Senior Lecturer and Marketing consultant focusing on a range of sectors. His main interests are in strategy development, social marketing, digital marketing, advertising, consumer behaviour and marketing application.
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